Cetrix Blog

Key takeaways:

• Salesforce Sales and Marketing Alignment produces greater insight into the entire customer experience, allowing the entire team—from marketing to customer service—to access and use valuable data to enhance their customer interactions.
• Salesforce’s Customer 360 View can be achieved through integration of a company’s existing technology stacks and all MarTech tools in the native environment.
• A Salesforce Predictive MarTech Alignment solution harmonizes systems so that data sharing and syncing is performed seamlessly and accurately across the entire technology stack.

Introduction

In the face of a digital transformation, one of the greatest challenges facing organizations is how to capture the full value of the data and technology available to them. To fully leverage new capabilities, companies need a holistic look at the customer journey—they need alignment between sales and marketing teams and integration between platforms and tools to share data and insights in an actionable way.

"As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human interactions. In 2019, we predict that vendors' response to this need will accelerate as their customers commit to full life-cycle marketing"

Forrester - Predictions 2019: B2B Marketing And Sales

Transforming Sales and Marketing Alignment from Linear to Multi-Dimensional and Holistic

Approaching 2019, integrating marketing and sales around common results has never been more critical. It has become a prerequisite to getting full value out of the new capabilities enabled by new technology and data-driven capabilities. Many B2B companies are reaching the point where they must accelerate their digital transformation to engage their customers impactfully. Empowering your teams with AI-powered tools is essential to delivering the level of customer experience today’s B2B buyers expect.

When marketing focuses on maximizing lead generation and sales centers on closing as many deals as they can, your organization suffers. In a study by Hubspot, they discovered “Businesses with effective Sales and Marketing alignment achieved 208% higher marketing revenue than organizations with a disjointed team.” Despite increasing recognition of the importance of aligning your teams, only about half of the companies reported having high marketing alignment last year.

Introduction

Traditionally, content management systems managed both B2B and back-office platforms. Sites were also more or less “static” since content was usually focused on standardized products, homogeneous markets, and long life-cycles. All customers received the same content, usually served through a single channel.